I care. I check.
Campaign, 2021. Work in collaboration with Kasia Bruzda.
A digital campaign created as a response to a brief set by 21GRAMS x D&AD 2021. The aim of the campaign is to raise awareness about skin cancer among young people of colour. Our campaign differs from any other health-centred campaign: its purpose is not obvious right away to puzzle and arouse curiosity. We create a movement focused on building positive habits around self-checking, where the core message is to encourage rather than scare: I care. I check.
CHALLENGE
White skin is predominant in skin cancer awareness campaigns. That is one of the reasons for the misconception that skin cancer is a white-only problem. The lack of routine checks among black people causes much higher mortality rates. It doesn’t help that the cancer mostly appears in less accessible parts of the body.
APPROACH
Our campaign differs from any other health-centered campaign. Its purpose is not obvious right away to puzzle and arouse curiosity. The vibrant colours and bold imagery grasp the attention of young audiences. we create a movement focused on building positive habits around self-checking. The core message is to encourage, not scare: “I care, I check.”
ONLINE PRESENCE
Our online platform delivers information regarding symptoms, routine checks, inspiring stories and practical guidelines where to get help. Through social media, we strive to create a movement - taking pride in loving one’s body, caring about each other and passing the good habits on.
COMMUNITY
We have partnered up with various venues in big citiesto distribute our posters and stickers, so that they can reach our audience. Our campaign also featureslive talks and Q&As with medical practitioners and inspiring stories of melanoma survivors.
GRAPHIC LANGUAGE
Our graphic language is bold and colourful in order to catch and maintain viewer’s attention.
It is centered around simple illustrations representing the body parts that should be checked for any skin changes. We choose vibrant colours to challenge the stereotype of fear-inducing and depressing campaigns regarding cancer-related issues.
Our movement invites the audience to treat self-checking as a positive habit that can save lives. Our logo enforces awareness by drawing attention to irregular shapes, which is exactly what we want our audience to do - pay attention to any irregular moles or skin changes.